First it was about teaching the fashion business how to create democratic priced capsule collections with high street fashion designer. Then came collaborations with brands like Brick Land Bikes or Coachella, to cater to new segment of passionate consumers. Now H&M is boosting its collaborations strategy in the “curator” style, with the musical artist (more descibed as an influencer) Zara Larsson.
Known for her playful and empowering songs, Zara Larsson’s adds to her persona a powerful social impact: her 3 millions Instagram followers, and 1,2 Facebook fans, made it easy to reach hundred thousands likes on the #ZaraLarssonxHm created for the collection, which will be avalable not before May 18th
Undoubtfully, ZaraLarssonxH&M capsule collection not only reflects the same messages of fierce and feminine women, but also the pop star’s personal style. Pieces such as oversized hoodies and t-shirt dresses, emblazoned with hot pink graphics and strong feminist messages, are balanced by more body-con shorts and tops.
Press releases declares that Zara (such a name for a H&M contributor!) was part of the design process every step of the way, having a say in everything from the prints and colours to cut and fit. For instance, pink was chosen not only because it’s one of her favourite colours, but also because “it’s feminine, powerful and everyone looks good in it,” according to her.
“Zara is such an inspiration to fashion and music lovers all around the world. Her energy is so positive and sincere, which together with her was easy to translate into the designs. We also looked a lot at what Zara wears on and off the stage, making sure to incorporate her show-meets-street style,” says Pernilla Wohlfahrt, Head of Design and Creative Director at H&M.
More than the standard celebrity licensing business model, these curators-with-strong-social-fan-base driven collaborations help the brands elevate their values, while ensuring buzz and popularity. As usual, H&M is ahead